{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T02:58:36Z","timestamp":1760151516684,"version":"build-2065373602"},"reference-count":40,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2022,3,24]],"date-time":"2022-03-24T00:00:00Z","timestamp":1648080000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of \u2018omni-channel retailing\u2019 and \u2018promotional strategy\u2019. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing.<\/jats:p>","DOI":"10.3390\/jtaer17020019","type":"journal-article","created":{"date-parts":[[2022,3,24]],"date-time":"2022-03-24T23:31:43Z","timestamp":1648164703000},"page":"360-374","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":13,"title":["The Effects of Omni-Channel Retailing on Promotional Strategy"],"prefix":"10.3390","volume":"17","author":[{"given":"Dana","family":"Schrotenboer","sequence":"first","affiliation":[{"name":"Faculty of Behavioural, Management and Social Sciences, University of Twente, 7522 NB Enschede, The Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9396-7071","authenticated-orcid":false,"given":"Efthymios","family":"Constantinides","sequence":"additional","affiliation":[{"name":"Department of High-Tech Business and Entrepreneurship, Faculty of Behavioural, Management and Social Sciences, University of Twente, 7522 NB Enschede, The Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2653-2473","authenticated-orcid":false,"given":"Carolina","family":"Herrando","sequence":"additional","affiliation":[{"name":"Department of Marketing, Faculty of Business and Public Management, University of Zaragoza, 22001 Huesca, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sjoerd","family":"de Vries","sequence":"additional","affiliation":[{"name":"Department of Communication Science, Faculty of Behavioural, Management and Social Sciences, University of Twente, 7522 NB Enschede, The Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2022,3,24]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"37","DOI":"10.4067\/S0718-18762020000300104","article-title":"Unravelling Consumer Responses to Omni-Channel Approach","volume":"15","author":"Lee","year":"2020","journal-title":"J. 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